with personnel approach where he makes and appeal to an individual rather
than public at large. The main aim of advertising is make the customers
know about the new product, features and build confidence on them and
speed up the selling of the product. Publicity, on the other hand, refers
to an appeal made to a mass of people.
Publicity of a product can be defined as making goods publicly
known. Advertising is regarded as an equally important department and
demands full attention of the person in charge; it should also create
interest from the customers to know about the products. Advertising
is really selling; all business is selling at a profit.
The management would
form a separate department for advertising the product manufactured
by their enterprise or they can create a complete layout of what should
be done, what are all the methods and rules should be followed and convey
these messages to an advertising agency. Experts define publicity as
commercially significant news about a new product manufactured
by the enterprise, an institution or a person published in space or
radio time that is not paid to the sponsor. Advertisement is defined
as paid form of non-personnel presentation and promotion of ideas, goods,
and products by a sponsor.
Each and every product
that is manufactured by an enterprise needs advertising to the media
and public. Advertising and sales department in an enterprise outlays
the whole marketing plan of the product. The managers present in this
level should work as a collective single unit. These departments should
work in a coordinated fashion in a way, which would lead the enterprise
profitable. This is because the shopkeepers who sell the products have
stopped helping the customers in buying. The retailer will also buy
the products, which are currently in demand in the markets.
So, the consumers
rely on their own knowledge and information they have about the quality
of a particular brand of product. This raised the alarm bells ringing
in the business enterprise. How to find a solution to this problem and
how we can make the customers to know about their new products. Hence,
the customers need to be educated by the manufacturers by means of advertising
and publicity of the products. The salesman would face stiff challenges
in selling a product to a customer if the enterprise is not advertising
about the products even though it has good qualities, unique features,
and obvious selling points. The unadvertised product will be pushed
down in the market.
salesmanship differs from each other. Salesmanship deals with customers
directly so it is possible to find out what the customers feel about
the product, their reactions. It also gives an opportunity to the salesman
to demonstrate the usefulness of product. The main disadvantage in salesman,
he can convey the information to single customer at time. But advertising
overcomes this and it is effective one it can appeal to a large mass
or public at a time and give a brief description about their products.
Advertising is not personnel selling of a product.
has an influence over all the categories in the market and any type
of customers. Advertising a particular product is possible only when
it can be properly defined, which is the possible way of branding a
product. The job of advertising is to make the product known to the
people and make them buy the product. It helps salesman finding new
markets, improving sales of the product, and maintaining customers goodwill.
Good and efficient advertisement is capable of moving people into the
shops and thus infact selling itself.
done more in commercial world. The manufacturer and the consumer have
been brought near to each other. Advertising creates demand for the
goods and possible for the introduction to mass production and reducing
the cost of the product. It is also considered as a method of strengthening
the power and ability of the salesmen. Another important aspect of advertising
the manufacturer should not give false promises to the consumer; it
will bring dissatisfaction among the customers, which would normally
decline the sales of the product, and it would create a negative impact
about the brand of the product. Honesty is the best policy in selling
a product to the customers. The consumer should rely on guarantee of
uniformity and consistency in quality of goods given by the advertiser.
Advertising not only beneficial to the manufacturer or the retailer
and also the customers.
Benefits to the
Ø Increase in demand of the product caused by advertising and
introducing of new techniques.
Ø Advertising maximizes the production level in the enterprise.
Ø Reduce the slumps in profit margin of the products.
Ø Large amount of production may lead to stabilize the value
of the product.
Benefits to the Retailer:
Ø Reduces the risk dead stock.
Ø Since advertising helps in finding a way to stabilize the price.
Retailer will be confident of selling the product with more profits.
Ø It also reduces the percentage overhead of the retailer.
Benefits to the Consumer:
Ø Well-advertised goods are normally better.
Ø It helps in educating the customer and also acts as an information
Ø Advertising also makes it possible to sell direct to the consumer
by mail order business.
Forms of advertising
media for publicity:
The top managements should decide in what way the product should be
promoted through advertising. For the good success of the product in
the market. The media should be selected on the basis of the budget,
the nature of competition, to which extent the product should be marketed,
it should focus on whom the product is aimed for. The publicity of the
product can be divided into some levels.
display is very vital factor in effecting the sales. In this the product
is displayed which would help the customers about the new products and
make the product more appealing and in this way the customer should
be motivated to buy the product. The main aim to attract many people
to store by sufficiently arousing their interest. The location of the
show room should be in very area of that trade. This gives good chance
of sales promotion. The arrangements inside the showroom should be such
that visitor should feel at home. The goods shown in the show room should
be in high quality same as that of the product sold.
be divided into two parts direct and indirect advertising. The direct
advertising is one where it is addressed directly to the persons in
the form letter or by other means. Indirect advertising is that which
is addressed directly to the public. Press advertising has become one
of the most popular and widely used means of distributing advertisement
because it very economical and large number of people can be covered.
is normally done in newspapers, magazines, women papers, trade journals,
foreign newspapers etc. Readership of the newspaper should be analyzed
before giving advertisements about the products, hence they should be
carefully chosen. The main advantages in press publicity are large demand
and wider circulation of newspaper. It serves as an introduction to
follow-up system and forms a means of distributing applications forms,
folders etc, provides an opportunity to give lengthy appeal. Appeal
can be made to selected class of people.
There are many ways
of advertisings important being the cards, posters, skywriting, railway
stations, vehicular advertising, sandwich men etc. This is also referred
as mural advertising placed on walls or large photograph attached to
the walls. The outdoor publicity gives good opportunities for concentrating
on one area. It also gives an advantage of bridging the gaps in other
media of advertising and hence avoids waste through overlapping. It
helps the retailer whose cooperation can be more readily secured by
using this form advertising. It also helps in bringing strong and commanding
effect upon the mind of the persons.
Hence without publicity
and advertising a manufactures brand would to go into the mind of the
consumers so there is rise in demand in advertising of the product.
A planned mission will always be a successful one. So before going to
the public through media all the possible ways should be analyzed and
best possible way should found out. Thus advertising plays a key role
in the development of the business enterprise.